Cannes Contenders: 303 MullenLowe, Sydney

How will Australia perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges...

Super Hero customs.jpgHarley-Davidson: Marvel Super Hero Customs
303 MullenLowe, Sydney

We leveraged the Marvel Universe to introduce a different side of Harley Davidson. It showcased to a younger audience, who are constantly seeking new ways to express themselves, that that no matter who you are, you can create a custom Harley that represents you. We created 27 unique, custom bikes, each designed for a different Marvel Super Hero and representing a heroic character trait. Launching on Captain America's 75th anniversary, the integrated campaign culminated in a live exhibit at Comic-Con, where they stole the show.
WorldsMostCostly.jpgRoyal Lifesaving Society NSW: World's Most Costly
303 MullenLowe, Sydney

Aussies love the water, but with a record heatwave last summer, came a record amount of children drowning in backyard pools. The Royal Life Saving Society needed to remind parents that just a moment's distraction can have tragic consequences. Tapping into a popular internet meme, we created a mock web series, World's Most Costly. Highly targeted films were seamlessly integrated into the sites and social feeds of parents and pool owners.

eBayActive.jpgeBay: Where's Your Activewear?
303 MullenLowe, Sydney

We needed to raise awareness that eBay sells a range of brand new Activewear. Social influencer Celeste Barber is best known for her recreations and parodies of iconic celebrities. Her comedy empowers women to feel comfortable in their own skin, while also celebrating the female body image. To move eBay's new range of Activewear, Celeste spoofed Beyonce - who herself just released a video promoting her new Activewear brand, Ivy Park.

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